Behavioural change

Behaviour change is one of the primary functions of government communications – helping change and save lives, helping the government run more effectively as well as save taxpayer’s money.

Our approach is to use a mix of awareness raising, persuasion, practical help and behavioural theory, to demonstrate why changes in behaviour are important and to make these changes easy for the public to adopt.

The GCS guide to behaviour change and communications (PDF, 660kb) provides a common framework for all government communicators wishing to apply behavioural approaches to their work.

Behavioural Insights Team (BIT)

The Behavioural Insights Team (BIT) applies findings from behavioural economics and psychology to public policy and services.

Since the team was set up in 2010 it has worked with almost every government department, and a wide range of local authorities, charities, NGOs, private sector partners and foreign governments. It is jointly owned by the Cabinet Office, Nesta, and its employees.